Why Every Brand Needs a Connected Packaging Strategy Before 2027
For many brands, connected packaging has been viewed as an interesting marketing experiment—something to trial on a limited campaign or seasonal promotion.
That mindset is rapidly changing.
With the rise of AI-powered shopping, increasing consumer demand for transparency and the industry’s transition towards GS1 Sunrise 2027, connected packaging is becoming a long-term business strategy rather than a one-off activation.
The brands preparing today will be in a much stronger position than those waiting until regulations or competitors force them to act.
Packaging Is Becoming a Digital Touchpoint
Packaging has traditionally served three purposes:
- Protect the product.
- Communicate essential information.
- Attract attention on the shelf.
Today, it can do much more.
A simple QR code can transform packaging into a digital gateway, connecting consumers with personalised content, product information, recipes, loyalty programmes, competitions, customer support and sustainability initiatives.
Instead of ending the customer journey, packaging becomes the start of an ongoing conversation.
Consumers Expect More Than Static Information
Modern consumers don’t simply want to buy products.
They want to understand them.
Questions such as:
- Where was this product made?
- Is the packaging recyclable?
- How should I use it?
- What recipes can I try?
- Can I earn rewards?
are becoming part of the purchasing journey.
Connected packaging provides answers instantly while creating a richer, more engaging consumer experience.
AI Is Raising Consumer Expectations
Artificial intelligence is changing how people research products before making a purchase.
Consumers are increasingly relying on AI tools to compare products, evaluate ingredients and make informed decisions.
This makes trusted, structured product information more valuable than ever.
Connected packaging helps bridge the gap between physical products and digital information, ensuring consumers can access accurate content directly from the brand.
As AI continues to evolve, brands with strong digital product information will be better positioned to meet these changing expectations.
GS1 Sunrise 2027 Is Accelerating Change
One of the biggest catalysts for connected packaging adoption is GS1 Sunrise 2027.
The transition from traditional linear barcodes to 2D barcodes represents more than a technical upgrade.
It creates opportunities for brands to deliver richer product information, improve traceability, support Digital Product Passports and create direct consumer engagement from a single scan.
Rather than viewing GS1 Sunrise as a compliance exercise, forward-thinking organisations are using it as an opportunity to rethink how packaging contributes to marketing, customer experience and business growth.
Build a Strategy, Not Just a Campaign
Many brands still approach connected packaging as a short-term promotional tool.
The most successful organisations take a different approach.
They build a connected packaging strategy that supports multiple business objectives over time.
This includes:
- Consumer engagement
- Loyalty programmes
- Sustainability communication
- First-party data collection
- Product authentication
- AI-ready product information
- Retail and shopper marketing
- Ongoing campaign optimisation
When connected packaging becomes part of a broader digital strategy, every product can contribute to long-term consumer relationships.
Start Small, Scale Smart
Developing a connected packaging strategy doesn’t require transforming an entire product portfolio overnight.
Many successful brands begin with a pilot campaign, measure engagement, gather consumer insights and gradually expand across additional product lines.
This approach reduces risk while building internal confidence and demonstrating measurable results.
Final Thoughts
The next few years will redefine the role of packaging.
It will no longer be viewed simply as a physical asset but as an intelligent communication channel connecting brands, consumers and digital experiences.
Brands that invest in a connected packaging strategy today will be better prepared for the opportunities created by AI, GS1 Sunrise 2027 and evolving consumer expectations.
The question is no longer whether connected packaging will become part of the FMCG landscape.
It’s whether your brand will be ready when it does.